Introduction & Importance of Digital Marketing

The Internet has become an essential communication channel in the design of marketing strategies for both B2B (business-to-business) and B2C (consumer-to-consumer) businesses. However, some SME managers are reluctant to use digital marketing tools, sometimes for lack of time, but mostly for lack of knowledge.

WHAT IS DIGITAL MARKETING?

Digital marketing is all the activities that businesses do on the Internet. This includes websites, blogs, social media, online advertising and newsletters. Given the speed at which the Internet is evolving, a definition of digital marketing needs to be broad and inclusive.

WHY DIGITAL MARKETING?

One of the principles of modern marketing is to be present where customers are most willing to consume, and to provide content that meets their expectations. According to recent data published by CEFRIO , we note that:

70% of Quebec adult consumers search the Internet before buying a product or service;

50% of adult consumers buy products online. The Quebec market was estimated at $ 6.6 billion in 2014;

23% of online purchases were made through search in a search engine;

5% of online purchases come directly from social media.

Thus, Quebec consumers are connected to the Internet, have already integrated their habits to buy online, and now, their search process of information calls for research and comparison of products online. On the Internet, in social media in particular, consumers are reproducing the phenomenon of word of mouth, but on a larger scale. It has therefore become essential for companies selling to individuals to be present online in order to be found.

The logic is the same for companies selling to other companies. According to a Statistics Canada survey , in 2013, 47% of Canadian businesses purchased products or services online. The value of the market is considerable: 136 billion dollars!

In addition, these companies have a purchasing behavior similar to that of consumers: they carry out research online, they inform themselves and make decisions based on the information obtained. In this case too, your business must be visible on the Internet to be found.

To be visible, one must first know what consumers want. This is the stage of strategic thinking.